The North Face
Concession Campaign Strategy And Internal Communications Materials To Assist The North Face Launch Their AW17 Range. Supporting The North Face UK Marketing Team
The Context
In order to launch the AW17 range cohesively across concession stores, The North Face needed a campaign strategy that delivered both on-brand and yet individual results to suit each store.
Anchor & Dash supported a defined piece of work within that ecosystem, contributing to campaign and content delivery where brand alignment and execution quality were non-negotiable.
The Challenge
We worked closely with the UK Marketing Team to develop strategy and range of materials for both internal education and influencer campaigns to roll out across the UK and Ireland., producing strategy, guidelines, posters, AOH campaigns and in-store POS.
With a brand of this scale, the work is not about “reinventing”. It is about delivering within a strict framework:
Maintaining tone of voice and brand integrity
Working at pace within established approval processes
Ensuring outputs meet the quality bar expected of a global performance brand
Translating campaign objectives into clear, audience-ready messaging
The Outcome
From strategy to delivery, we worked closely with the marketing team to deliver a campaign strategy that spanned national stores such as Snow+Rock, and local events such as Kendal Mountain Festival to promote brand awareness and increase reach for the new range. The culminated in the biggest launch to date at their newest mountain festival in Chamonix, FR
The engagement delivered strong, on-brand outputs that aligned with the campaign direction and met the required standards for a high-visibility brand environment.
